The business model is such that the company shares the costs -- meaning the exhibitor’s portion is still $500,000. Then the theater charges a premium -- an average of $8 -- over the regular ticket price, and 4DX and the exhibitor splits that premium.

4DX releases have included Avatar, The Avengers and The Hobbit: An Unexpected Journey. This week, the company announced that the first 4DX release in Japan would be Iron Man 3.

According to its execs, 4DX creates the films' experience, working with the filmmakers.

There are now 42 installations in 10 countries including South Korea, Peru, Mexico, Brazil, Israel, Poland, Russia, Thailand, Taiwan and Japan. 4DX hopes to add another 100 installations by year’s end, which appears to be an achievable goal since it said there are already 80 new committed screens.